Promoting Information Products and Services in Special Libraries for the Blind

Abstract

Special libraries for the blind have become the unique information and cultural centres, key organizations in the formation of the inclusive society in Russia. Their activities are carried out within the framework of the inclusive paradigm, which assumes that a person with any needs can be included in public relations. New areas of interaction with users are being developed: diversity of special and inclusive programs and projects are being implemented, and innovative services are being introduced. Libraries act as focal points for working with blind people and users with other categories of disabilities, provide methodological and consulting assistance for cultural institutions of various profiles, conduct various professional development activities and provide information support to educational institutions in the field of defectology. The relevance of the article is due to the need for comprehensive promotion of unique information products and services created by libraries for the blind for people with different physical and mental special health characteristics: those suffering from dyslexia; who has suffered from severe diseases, with disabilities, etc. The promotion of information products and services becomes possible when implementing communication strategy based on integrated marketing communications, which are focused on establishing long-term relationships with various user groups.The article presents the results of the study conducted in January — February 2020 and aimed at identifying and evaluating the promotion channels used by special libraries for the blind and other organizations that provide services to people with disabilities and special needs for the purpose of socio-cultural rehabilitation. During the research, there were used the methods of expert survey and comparative analysis. There were analyzed the promotion channels of 47 Russian and foreign institutions (public and special libraries, museums, theatres, charitable foundations and public organizations). The results of the study make the basis for creating the universal model of communication strategy of special library for the blind, aimed at promoting activities among various target audiences: increasing the loyalty of the real contingent of users, expanding the contingent of users among people with disabilities of different nosologies and special needs, the contingent of partners among institutions in the area of culture, education and social services. The author proposes recommendations aimed at improving the efficiency of various promotion channels.